What I’ve Learned About Franchising
Franchising isn’t for the faint of heart: it will stretch you in ways you never expected.
One year ago, franchising wasn’t new to me. I had opened two franchise locations and had already experienced the other side of the business as a franchisee.
Since then, we’ve opened a bunch of studios, signed dozens more, and built an entire system from scratch. What started as a single location has turned into a full-blown franchise brand—with real people, real investments, and real responsibility.
And sometimes, I joke: “Do our franchise partners remember we’re actual people—with actual feelings, families—and most of us are moms working around the clock to make this all happen?”
Because it’s true. Behind every system, training, and policy is a team pouring their heart into it.
But behind the growth are lessons no one really talks about. So here’s what I’ve learned—honestly and unapologetically—now being deep in the franchisor seat.
1. Franchising is not “hands off.”
If you think franchising means collecting royalty checks and relaxing, think again. It’s more hands-on than ever. You’re building the foundation of someone else’s dream—and they’re counting on your playbook. That means systems, standards, support, and structure. Every single day.
Truthfully? It’s more work than building and running my own studio.
2. The wrong partner costs more than time.
Saying yes to the wrong franchisee will cost you—time, energy, culture, momentum. We’ve learned to be wildly selective. Experience matters less than alignment. I’d rather say “no” a hundred times than say “yes” to someone who doesn’t get the vision or have the grit. This wasn’t always the case and we’re dealing with that now. I guess you live & you learn, right?
3. It’s not just about clients anymore—it’s about owners.
You shift from serving clients to serving franchisees. That’s a big mindset change. Our clients are THE BEST. It was so fulfilling over the last 5 years to focus on employees & clients. That’s changed. Now you’re protecting a brand and you’re leading people. Some days you’re a mentor, other days a therapist, operator, or cheerleader. And no matter what, you have to lead with consistency—especially when emotions run high.
4. Systems are your safety net.
If there’s no system for it, there’s chaos. From technician training to studio construction to how a Yelp review is handled—everything needs a roadmap. We built most of it while flying, and let me tell you: documentation protects your reputation.
5. People want freedom—but they also want structure.
Franchisees invest because they believe in the brand. They want the freedom of business ownership with the support of a proven system. And finding that balance is tough.
I say this daily: It’s my brand, but it’s your business. I’m handing you the toolbox—you still have to pick up the tools. I’m giving you the car—now you have to drive it.
6. The best brands grow slow and smart.
Speed is seductive. But smart growth comes from building deep before you build wide. I’ve had to slow down, pause openings, refine systems, and protect the long game. Growth for the sake of growth? That’s just noise & that’s not our path. Growth is great- but only with the right partners.
7. Culture doesn’t scale by accident—you have to lead it.
Culture isn’t something you hope carries over—it’s something you teach, model, reinforce, and celebrate. And when you see your culture alive in a city you’ve never even visited—that’s when you know it’s working.
Franchising isn’t for the faint of heart—on either side. It’s for the bold. It’s for those who believe in a brand enough to bet on it, build with it, and carry it forward.
One year in, I’ve realized: success isn’t just having a great product. It’s about building a system so good that others can win with it too.
When I say, we’re just getting started, we’re just getting started.
xo,
Courtney